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Frontier CMO Podcast by Think with Google: Daily Summaries Delivered
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In the AI era, marketing should be unstoppable, and its future is being written in real time. Frontier CMO talks to the leaders shaping it. Join Joshua Spanier, Google's VP of AI and Marketing Strategy, in his deep-dives with the leaders, marketers, technologists who are rewriting the playbook. Welcome to the Frontier. We’re asking the questions other won’t: How do marketing leaders prove ROI to executives? What does a modern marketing strategy look like when AI and analytics are reshaping the rules every day? Each episode of Frontier CMO explores the real-world playbooks leaders are using to navigate the AI-powered landscape. From marketing trends and branding breakthroughs to advancements in digital marketing, social media, content marketing, and B2B marketing, Frontier CMO breaks down what’s working and what’s not to help you navigate this new landscape.
Latest Episodes
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- 4 days ago43 min
2026 Year in Review: 7 Lessons from the Frontier
AI won’t fix your marketing. These seven lessons can. In 2026 Year in Review: 7 Lessons from the Frontier, host Joshua Spanier brings together some of the biggest takeaways from a year of conversations with leading CMOs and industry thinkers at companies like Chime, Gap, Unilever, and L’Oréal to explore what it takes to grow in an AI-driven world. How do you build a brand that stands out, make better creative, and help your team keep up with AI? These conversations dig into those questions and more. Subscribe to Think with Google for more conversations on where marketing is headed and how to keep moving forward. Sign up for the weekly Frontier CMO newsletter so you never miss the latest field notes from the frontier: Link #ThinkWithGoogle #FrontierCMO #MarketingStrategy #AIMarketing
- 1 weeks ago25 min
What marketing leaders are getting right about AI | Semafor Mixed Signals
In a special crossover episode with Semafor's Mixed Signals, Editor-in-Chief Ben Smith turns the tables on Frontier CMO host Joshua Spanier, Google's VP of AI and Marketing Strategy. Together, they discuss why the predicted CMO Armageddon never happened, lessons from 200+ marketing leaders, and why human connection matters more than ever.#ThinkWithGoogle #FrontierCMO #AIMarketing #MarketingStrategy
- 3 weeks ago24 min
Building a Brand with Substance: Ro’s Reinvention of Healthcare
Could your doctor's office be just a few clicks away? In this episode of Frontier CMO, host Josh Spanier sits down with Will Flaherty, SVP of Growth at Ro, the digital healthcare platform rethinking not only how care is delivered but how it's marketed. Will explains how Ro earns trust in one of the hardest categories to market, why the brand rejects fear-based messaging in favor of uplifting human stories, and what it took to put Serena Williams at the center of a Super Bowl campaign. He also shares how Ro erased the line between brand and performance, why clinicians sit inside the creative process, and how a little weekend AI tinkering can spark big ideas for the business. Tune in for a master class in marketing when the product you're really selling is trust. 00:00 – Introduction: Will Flaherty, SVP of Growth at Ro 01:00 – Reinventing Healthcare Through Digital Access 03:20 – Building Trust in Healthcare Marketing 05:00 – Ro’s Challenger Brand Marketing Playbook 06:00 – Blurring the Lines Between Brand and Performance Marketing 07:30 – Bringing Medical Experts Into the Creative Process 09:20 – Designing for a Mobile-First Consumer 10:15 – How Ro Uses AI to Drive Marketing Decisions 11:50 – Redefining Growth Beyond Customer Acquisition 12:45 – Using AI to Empower Marketing Teams 15:10 – Serena Williams and the Power of Authentic Storytelling 16:05 – Measuring Super Bowl Campaign Success and Long-Term ROI 17:15 – Career Lessons from SeatGeek, Rent the Runway, and Ro 19:00 – Embracing AI as the Next Major Platform Shift 20:45 – Signal or Noise: The Future of Healthcare 21:45 – CMO Download: Podcasts, Search, and YouTube 23:05 – Three Key Takeaways for Marketers
- Oct 1, 202629 min
Rebuilding AT&T: The Secret to Scaling Customer Obsession
How do you transform one of the world's most iconic telecom giants into a modern, customer-obsessed growth powerhouse? In the latest episode of Frontier CMO, host Josh Spanier welcomes Kellyn Smith Kenny, Chief Marketing & Growth Officer at AT&T, for an inside look at AT&T's multi-year reinvention. Kellyn shares how she bridged creative storytelling with financial accountability, gained unanimous C-suite buy-in to become more customer-centric, and established a sustainable competitive moat in connectivity. Tune in for a master class about CMOs as the voice of the customer. 00:00 – Rebuilding AT&T Around the Customer 04:00 – Why Moving Faster Mattered 05:00 – The AT&T Guarantee 06:00 – Differentiating in a Commoditized Category 09:00 – Turning Customer Problems Into Loyalty 12:00 – Building a Brand Beyond Advertising 15:00 – Fixing the Story, Not the Storytelling 17:00 – AT&T’s AI Legacy and Future 18:00 – How AI Is Transforming Marketing 20:00 – The Skills Marketers Need in the AI Era 22:00 – Career Lessons From Accenture, Microsoft, Uber & More 26:00 – Signal or Noise + Three Takeaways
- Sep 17, 202628 min
Relevance is Revenue: Gap’s Secret to Winning
Gap Inc. is having a moment and Damon Berger, an SVP who leads marketing shared services across the company’s portfolio of iconic brands, is focused on turning that moment into momentum. Live from Google’s Rethink Retail event in New York, he joins Josh on stage in front of 350 retail marketers to unpack how Gap Inc. is blending entertainment, cultural relevance and AI to drive sustainable business growth. From viral YouTube campaigns with KATSEYE, Young Miko, Mr Beast and more, to pioneering employee-creator programs, discover how one of retail's most loved brands is transforming relevance into revenue. 👇 Key moments in this episode: 00:00 - Introduction & Gap’s growth 02:15 - "Relevance is Revenue" — Differentiating Gap, Banana Republic, Old Navy, & Athleta 05:10 - Why "Brand vs. Performance" is the wrong question to ask 07:45 - Building best friends with Finance (and why ROAS is a long game) 09:15 - Product at the center: The formula behind Cardi B, Young Miko, and KATSEYE 11:15 - Inside the innovative Employee Creator Program & Creator Affiliate launch 13:15 - Career journeys: From Disney to Barbie's turnaround at Mattel 16:30 - Marketing "Avatar" without showing the blue people 🤫 17:00 - The future of Agentic Commerce & AI Virtual Try-Ons 22:30 - Why AI will never understand the emotional choice of getting dressed 24:30 - Signal or noise #FrontierCMO #GapInc #RetailMarketing #BrandStrategy #YoungMiko #CardiB #Katseye #MrBeast #MarketingTransformation #AIinRetail #AgenticCommerce
- Sep 3, 202628 min
Growth, CFO Alliances & Brand Power: Inside Estée Lauder's AI Makeover
Jo Malone. MAC. La Mer. Tom Ford. Clinique. The Ordinary. These are just a few of the powerhouse brands behind The Estée Lauder Companies. For more than 80 years, the beauty giant has reinvented itself with every era – from the department store counter to the digital storefront. Now it’s making its biggest leap yet: AI. In the season 3 premiere of Frontier CMO, host Josh Spanier sits down with Chief Digital and Marketing Officer Aude Gandon to explore how one of the world’s most iconic beauty companies is using AI to personalize consumer experiences, reimagine creativity, and build brands that endure. ✨ What you’ll learn in this episode: How Estée Lauder overhauled its marketing operating model and consolidated global media to react at the speed of culture. Why your CFO is your most crucial ally and how to prove marketing is an investment, not a cost center. Navigating C-suite influence, knowing when to compromise, and leading with strategic courage. Why the AI era demands a return to fundamental brand differentiation and emotional connection. How Jo Malone and Google built a conversational Scent Finder to personalize fragrance discovery online. What AI revealed about why MAC’s Ruby Woo and NASA-inspired Crème de la Mer both became timeless icons. Why 90% hard work beats 10% talent ⏱️ Episode Chapters: 00:00 - Teaser: "Show Me the Money" & CFO Alliances 00:34 - Welcome to Frontier CMO Season 3 01:25 - Change Management & "Beauty Reimagined" at Estée Lauder 02:49 - Restructuring the Global Operating Model & Media Strategy 04:58 - Marketing as a Growth Engine: Getting Buy-In from Finance 07:08 - The CMO as Chief Diplomatic Officer 10:14 - Brand Building vs. Lower-Funnel Performance Marketing 11:42 - Conversational AI in Action: Jo Malone’s Scent Finder 13:43 - Luxury on Scaled Platforms: Short-form Video & Creators 16:23 - Breaking Brand Silos: Creating Global Marketing Communities 18:24 - Feeding 80 Years of Brand Data into AI: MAC vs. La Mer 22:28 - Career Advice: "Just 'Cause You Don't Fit Doesn't Mean You Don't Belong" 23:10 - Estée Lauder’s Legacy: The Pink Ribbon Campaign 24:48 - The 90/10 Rule of Career Success 25:53 - The CMO Download 29:57 - Josh Spanier’s 3 Key Takeaways 👤 About the Guest: Aude Gandon is the Chief Digital and Marketing Officer at The Estée Lauder Companies, leading global digital transformation, consumer intelligence, media, and marketing strategy across the company's prestigious portfolio of skincare, makeup, and fragrance brands. 🎙️ About Frontier CMO: Hosted by Josh Spanier (VP of Marketing and AI Strategy at Google), Frontier CMO features candid conversations with the world’s most forward-thinking marketing leaders who are navigating platform shifts, AI innovation, and modern brand building. 🔗 Explore more marketing insights, research, and tools: https://www.thinkwithgoogle.com #FrontierCMO #EsteeLauder #MarketingStrategy #ArtificialIntelligence #CMO #BrandBuilding #LuxuryMarketing #DigitalTransformation #JoshSpanier #AudeGandon
- Aug 20, 202628 min
Your Content Is Corrosive: Anda Gansca on the Future of Websites in the AI Era
The future of content and websites isn't about chasing vanity impressions—it’s about driving true digital retention. Recorded live at New York’s Guggenheim Museum, Knotch CEO and co-founder Anda Gansca joins Frontier CMO host Josh Spanier to unpack how the brand website is evolving in an AI-first world. In this episode, we uncover the hidden trap of "corrosive content" driving 80% of web traffic to bounce instantly, and outline a strategic playbook for modern marketing leaders. Because the website remains the definitive front door for customer discovery and high-stakes decision-making, mastering the next era of web content is more than just site refresh;it is a critical growth imperative for today’s CMO. 00:00 Why Most Brand Content Fails 02:00 Cutting Through the AI Hype 05:00 How Brands Can Win in the AI Era 08:00 Impressions vs. Real Relevance 10:00 Rethinking the Website Experience 12:00 What CMOs Need to Learn About AI 16:00 Building a Culture of AI Experimentation 19:00 Getting Your Data AI-Ready 21:00 AI Slop vs. Great Marketing 23:00 How AI Is Changing Agencies 25:00 AI, Jobs & the MarTech Stack 26:30 Signal or Noise + Final Takeaways
- Aug 6, 202626 min
Rishad Tobaccowala on Relevance and Reinvention in the Age of AI
Marketing is moving fast, but are we moving in the right direction? In this episode, legendary strategist Rishad Tobaccowala (former Chief Growth & Strategy Officer of Publicis Group) drops by to deliver some seriously spicy thinking on the state of the marketing industry. Spoiler alert: He thinks we’ve lost the plot. Instead of obsessing over technology and optimization, Rishad breaks down why the future actually belongs to talent, human insight, and deep curiosity. We dive into his blueprint for navigating "tectonic times," why you need to stop writing an "AI strategy," and how thinking like an underdog is the ultimate superpower for staying relevant. In this episode, you’ll discover: 6 keys to organizational change Why true innovation happens when you step outside your category Rishad's daily routine: How he uses 66 different resources to learn and stay ahead The "Company of One" framework and how to articulate your unique craft vs. skill Rapid-fire "Signal or Noise" on remote work, side hustles, and the future of work
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About Frontier CMO Podcast by Think with Google
In the AI era, marketing should be unstoppable, and its future is being written in real time. Frontier CMO talks to the leaders shaping it. Join Joshua Spanier, Google's VP of AI and Marketing Strategy, in his deep-dives with the leaders, marketers, technologists who are rewriting the playbook. Welcome to the Frontier. We’re asking the questions other won’t: How do marketing leaders prove ROI to executives? What does a modern marketing strategy look like when AI and analytics are reshaping the rules every day? Each episode of Frontier CMO explores the real-world playbooks leaders are using to navigate the AI-powered landscape. From marketing trends and branding breakthroughs to advancements in digital marketing, social media, content marketing, and B2B marketing, Frontier CMO breaks down what’s working and what’s not to help you navigate this new landscape.
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